Twilio’s 2025 Heightened Awareness Period: Ensuring Reliable Messaging for Peak Season

The holiday shopping season is almost here, and with it comes a surge in message traffic. At Twilio, we’re ready to make sure your messages reach their destination without any hiccups. Between November 24, 2025 and January 5, 2026, we’ll enter a Heightened Awareness Period (HAP) to keep things running smoothly during these busy months.

What’s the Heightened Awareness Period?

The HAP is a time when Twilio closely monitors and adjusts message throughput (how fast you can send messages) to U.S. recipients, especially for toll-free numbers, short codes, and 10DLC numbers. If you send a high volume of messages during this period, we’ll temporarily adjust your throughput to avoid network congestion and delays.

Good to know: If your account is affected, we’ll let you know via email. If you don’t hear from us, you’re good to go—your account will continue as usual.

Why This Matters

With the Black Friday and Cyber Monday on the horizon, we want to make sure your messages—whether for promotions, updates, or notifications—reach your customers without delays. The HAP helps us manage the high traffic to ensure that critical messages, like two-factor authentication or delivery notifications, aren’t slowed down.

Do You Need to Do Anything?

For most Twilio users, there’s no action required. But if you rely on high-volume messaging during this period—think holiday campaigns or important notifications—it’s a good idea to check in with your Twilio account team by October 31, 2025. They’ll help ensure that you can access throughput that meets your needs for peak times like Black Friday and Cyber Monday.

If you need increased throughput to support your shortcode and toll-free traffic during Black Friday and Cyber Monday, you can reserve additional MPS throughput on shortcode and toll-free messages by contacting your Twilio account team, and signing a supplementary order form for your desired throughput by Friday, November 21, 2025. 

You can also reserve increased throughput for your 10DLC traffic, pending additional review by Twilio to ensure compliance with A2P requirements among US carriers. If you would like to reserve additional MPS for 10DLC messages beyond your recommended levels, contact your Twilio account to learn about the options available for your account by Friday, November 21, 2025. 

After the HAP

Once the HAP ends at 8 AM PDT on January 5, 2026, affected accounts will return to lower, pre-HAP message sending limits. If your account is affected and you have signed an agreement to keep your throughput beyond this period, you’ll keep that throughput for the duration of the agreement. If you don’t have an agreement to keep your throughput beyond this period, you can work with your account team to sign an agreement by November 21, 2025.

Stay Ahead of the Game

Peak times like these can make or break a campaign. At Twilio, we’re here to make sure your messages get through, no matter the volume. If you have questions, please reach out to your Twilio account team, or Twilio support.